4 Conversation killers lurking in your sales funnel
+ how to fix ’em
So you want to automate your online business, make bank, take a sip from your yummy drink as you lay near a pool in an exotic hotel and watch the sunset?
**Virtual high five**
Spoiler alert: It takes time to create a sales funnel, optimize and convert. It’s not an overnight magic pill! But, if you’re in business for the long haul, then buckle up my dear smart entrepreneur because this blog post is for you.
Most Facebook groups that I am a member of nowadays have two distinct voices when it comes to sales funnels.
First there’s the not so good kind variety:
“You don’t need funnels to get clients (or get started)”
“Funnels can’t replace good ol’ client/coach relationships”
“If you’re a beginner, then you should not be thinking sales funnels”
And then there’s the kind I relate to and agree with 100%:
“It’s never too late to think about automating your sales”
“You can set up a simple sales funnel EVEN if you’re not close to the 6-figure mark in your business”
(By the way the second voice is mine.)
But even if you understand the value of sales funnels and how they work, you may be still struggling to create yours. Or you may have one in place but it isn’t netting you the conversions you seek.
Let’s take a look at the 4 conversion conversion killers lurking in a sales funnel and how you can fix them.
Conversion killer 1: Vagueness on the 3 Ws
For a sales funnel to convert, you need to have crystal clarity in:
1) What you do,
2) Who you help and
3) What results can someone expect to walk away with after buying your product or service.
The clearer you are on the above, the highly likely your ideal audience will flock to your marketing message and will be interested in what you have to say. This also answers the question of “What do I post/blog/create content about?” because this will be the cornerstone of all your content marketing throughout your funnel.
Conversion killer 2: Zero awareness about the work you do
Most entrepreneurs make the mistake of creating a lead magnet and expecting web traffic to opt in and buy their $97 program on the sales page. Ask yourself when was the last time you bought a coach’s program immediately by signing up to get on her email list?
Heck, did you just Google her name and sign up for her newsletter or did you consume her content, or she was recommended from a trusted source, or you happened to see and liked her videos on YouTube? Researched her and what she offered?
See where I’m going with this?
Unless you’re Beyonce, you’re not going to get a lot of people wanting to invest money in your services the moment they land on your website. You have to warm them up by creating some stellar content about your business.
This content can aim to educate, inspire, entertain about your business (you don’t have to do all three) but it has to be pitch-free. You are simply spreading awareness about what you do at this point and why your audience should care about it (or not). And this must be no opt-in required content that is published on a consistent basis; preferably once a week. So it could either be a blog post, Facebook live, podcast or a guest blog.
Choose, commit and show up consistently.
Conversion killer 3: Eliminate distractions on your funnel pages
I could write an entire blog post on this (and I have) but I’ll be succinct for the sake of brevity.
Landing page: Eliminate all links that take your visitors to 10 different “value packed” blog posts. You want them to click on ONE thing, and that needs to be your call to action button that prompts them to submit their email address.
Thank you page: The thank you page has evolved over the past few years. It has gone beyond the ‘thank you for subscribing’ confirmation message and transformed into this space for deeper audience connection, value and even sales.
Here are 5 types of CTAs you can use on your thank you page:
CTA # 1: Have your visitor check out content that is relevant to the lead magnet they just opted in for. This could be a blog post, webinar recording or a podcast episode.
CTA # 2: Invite them to join your Facebook group.
CTA # 3: Ask them to hit play on your video. You can welcome your new subscriber, tell them about you, what to expect from you as the email sender and how they can contact you. Pages with videos get a lot of views and it’s a great opportunity to connect with new subscribers.
CTA # 4: Sell them an introductory offer or a tripwire. These are priced under $97 and are strongly relevant to the lead magnet content.
CTA # 5: Survey them! Ask your new subscriber to participate in a short survey (no more than 3-5 questions) where you can ask about their feedback on content related to your lead magnet (or for a new product you’re developing). Or it could simply be questions to get to know your subscriber better within the context of the work you do. For example if you’re a health coach, you’d want to know where your subscriber is in her health loss journey and her health goals.
Conversion killer 4: You dropped the bomb on your nurture sequence
I’m not going to tell you how many emails you need to send once someone opts in, at what time and for how many days. I’ve been on lists where I’ve received 3 emails and on some I’ve received over 10. This is entirely up to you.
I would however keep a day or a two day gap minimum between each email. Your major objective at this point is yes to sell your product or service in your email sequence but it’s also about providing value. Your email nurture sequence is akin to a red carpet welcome.
So love your subscriber up.
Let her know how much you appreciate her for getting on your list, what she can expect from you, encourage her to hit reply on your emails to start a conversation, point her to a content rich blog post or webinar that you created.
To wrap it up…
It’s never too early to start thinking about automation and contrary to popular opinion, a simple sales funnel is easy to create. It’s important to have your sales funnel converting for you and there are four things you need to take into account.
1: Be crystal clear about what problem you solve, who you help and specific results they can achieve working with you.
2: Create awareness about your marketing message to attract traffic to your landing page.
3: Eliminate distractions on your landing and thank you pages to optimize conversions.
4: Nurture your new subscribers and sincerely build relationships via your on-boarding email sequence.
I’ve given you a lot to think about and I totally get how overwhelming this process is. To make it simple, I’ve created The Ultimate Profitable Sales Funnel Checklist as a helpful guide to help accomplish your goal. You can download it HERE.
Amisha Shrimanker is an online business strategist. She specializes in helping coaches and consultants create their own sales funnels so that they can sell with ease, create impact and build a scalable online business.
You can read more about her HERE.